Business, international

Promo gimmicks that work

Article Abstract:

Television networks and specialty channels are increasingly using promotional gimmicks that blend shows with advertisements to provide marketers with new opportunities. This strategy does not only generate incremental revenue, but also boost broadcasters' own profile. Some examples include CTV Inc's promotion for Intel Corp, CHUM Ltd's partnership with Ford Canada and Lever Pond's, and YTV Canada Inc's cross- promotion of its programming with advertisers.

Backing a sure bet

Article Abstract:

Canada Investment and Savings, the government agency with a mission to revive Canada Savings Bonds, is going after younger savers in 2000. The agency has traditionally focused on savers 30 years old and above, but marketing executive Paul Bailey said the agency wants to instill the value of saving in young Canadians. Some marketing experts, however, said the agency is just wasting the C$200,000 it is planning to spend on marketing to kids.

Urban survivors

Article Abstract:

City magazines in Canada compete for a small advertising pie and typically have to rely on paid circulation to keep afloat. Their high-income reader base, however, makes them a must-buy for advertisers of luxury products and other big-ticket items. Nonetheless, observers say a city magazine to survive should exist in a very healthy retail environment because national advertisers tend to overlook individual markets.